OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
TRENDS 2015TRENDS IMPACTING DESIGN amp INNOVATION
Once again we have drawn Trends from right across all of Fjordrsquos team ndash business designers interaction and visual designers project managers business development marketing HR IT and finance too Our Trends focus on issues we expect to tackle in the coming year as they affect design users organizations and society This year we have selected nine We hope they will inform the strategic and design decisions that our clients and we take every day
Some emerging meta themes to take note of
TRENDS2015
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
THE IMPACT OF DIGITAL ON THE REAL WORLD IS
COMING INTO FOCUS
Software is now becoming embedded in the environment very quickly in ways that we will all be witnessing and talking about At the same time people are also going back into the front line of the interface itself
MAGIC IS NOW EXPECTED
Maybe itrsquos the result of a generation weaned on Harry Potter but Gen Y is hard to surprise they confidently expect services to become more magical For some services itrsquos by guessing your intent or making boring transactional stuff disappear If you can conjure with skill you can differentiate
In 2015 successful organizations will form connections between services devices and places The seams between these cannot be avoided but can be managed and finessed Platforms that scale to do this are essential and will offer the most engaging and profitable value
The one word to sum up the coming year Ambition Those companies that can truly deliver on their ambition with a phenomenal user experience will become this yearrsquos innovative darlings
TABLE OFCONTENTS
01OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
MIND THE GAP02
AGGREGATIONMOVES TO SERVICES
03
04DIGITAL DIETING
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
DIGITAL DISRUPTION GOES PHYSICAL
06
07MONEY TALKS
BE EFFORTLESSINTERACTIONS IN CONNECTED SYSTEMS
08
THE SIXTH SENSE09
OMNI-COLLEAGUESTHE NEW HEROES
OF DIGITAL
01
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
Once again we have drawn Trends from right across all of Fjordrsquos team ndash business designers interaction and visual designers project managers business development marketing HR IT and finance too Our Trends focus on issues we expect to tackle in the coming year as they affect design users organizations and society This year we have selected nine We hope they will inform the strategic and design decisions that our clients and we take every day
Some emerging meta themes to take note of
TRENDS2015
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
THE IMPACT OF DIGITAL ON THE REAL WORLD IS
COMING INTO FOCUS
Software is now becoming embedded in the environment very quickly in ways that we will all be witnessing and talking about At the same time people are also going back into the front line of the interface itself
MAGIC IS NOW EXPECTED
Maybe itrsquos the result of a generation weaned on Harry Potter but Gen Y is hard to surprise they confidently expect services to become more magical For some services itrsquos by guessing your intent or making boring transactional stuff disappear If you can conjure with skill you can differentiate
In 2015 successful organizations will form connections between services devices and places The seams between these cannot be avoided but can be managed and finessed Platforms that scale to do this are essential and will offer the most engaging and profitable value
The one word to sum up the coming year Ambition Those companies that can truly deliver on their ambition with a phenomenal user experience will become this yearrsquos innovative darlings
TABLE OFCONTENTS
01OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
MIND THE GAP02
AGGREGATIONMOVES TO SERVICES
03
04DIGITAL DIETING
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
DIGITAL DISRUPTION GOES PHYSICAL
06
07MONEY TALKS
BE EFFORTLESSINTERACTIONS IN CONNECTED SYSTEMS
08
THE SIXTH SENSE09
OMNI-COLLEAGUESTHE NEW HEROES
OF DIGITAL
01
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
THE IMPACT OF DIGITAL ON THE REAL WORLD IS
COMING INTO FOCUS
Software is now becoming embedded in the environment very quickly in ways that we will all be witnessing and talking about At the same time people are also going back into the front line of the interface itself
MAGIC IS NOW EXPECTED
Maybe itrsquos the result of a generation weaned on Harry Potter but Gen Y is hard to surprise they confidently expect services to become more magical For some services itrsquos by guessing your intent or making boring transactional stuff disappear If you can conjure with skill you can differentiate
In 2015 successful organizations will form connections between services devices and places The seams between these cannot be avoided but can be managed and finessed Platforms that scale to do this are essential and will offer the most engaging and profitable value
The one word to sum up the coming year Ambition Those companies that can truly deliver on their ambition with a phenomenal user experience will become this yearrsquos innovative darlings
TABLE OFCONTENTS
01OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
MIND THE GAP02
AGGREGATIONMOVES TO SERVICES
03
04DIGITAL DIETING
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
DIGITAL DISRUPTION GOES PHYSICAL
06
07MONEY TALKS
BE EFFORTLESSINTERACTIONS IN CONNECTED SYSTEMS
08
THE SIXTH SENSE09
OMNI-COLLEAGUESTHE NEW HEROES
OF DIGITAL
01
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
TABLE OFCONTENTS
01OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
MIND THE GAP02
AGGREGATIONMOVES TO SERVICES
03
04DIGITAL DIETING
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
DIGITAL DISRUPTION GOES PHYSICAL
06
07MONEY TALKS
BE EFFORTLESSINTERACTIONS IN CONNECTED SYSTEMS
08
THE SIXTH SENSE09
OMNI-COLLEAGUESTHE NEW HEROES
OF DIGITAL
01
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUESTHE NEW HEROES
OF DIGITAL
01
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
To become truly digital businesses are seeking to re-integrate people into the interface In the wake of omni-channel the (imperfect) term companies use to describe an entirely linked suite of channels aspiring to provide a seamless experience humans are returning as a fundamental component to a successful service The omni-channel approach runs the risk of ditching humans for automated touchpoints but for digital to triumph these services must be re-humanized Companies need to strategically consider which services are appropriate to manage via machines and which require human interaction
ldquoWe had a customer experience but wanted an employee experiencerdquo Airbnbrsquos Mark Levy Global Head of Employee Experience
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
The last two decades of organizational thinking about customers have revolved around making customer-facing channels work better but leaning towards an entirely robotic solution in place of humanized customer service just isnrsquot working Why would you commoditize one of the most important opportunities to interact with your customer
Language is shifting from ldquostaffrdquo or ldquooperativerdquo to ldquocolleaguerdquo emphasizing a sense of collective camaraderie and de-emphasizing a binary between employees and customers Another important aspect of this trend is seen in online ratings which now extend to the actual people providing the (partly digital) services we consume This is most prominent with the sharing economyrsquos darlings Lyft passengerrsquos can give feedback on their experience and dispute ride fares directly if the experience didnrsquot meet their expectations
WHATrsquoSGOING ON
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Companies are pulling back the curtain and revealing their greatest assets their people
Although this trend has been building for a long time now itrsquos reaching its zenith as the digital world continues to expand and diversify Telstra in Australia announced a massive ldquodigital firstrdquo initiative that automates all the repetitive admin tasks so their colleagues can have more meaningful interactions with customers Eyewear startup Warby Parker known for their differentiating distribution model and
their social impact opened a new HQ in Nashville to continue their high-touch customer service including humans answering the phone without the traditional robotics of phone trees
This isnrsquot just about providing employees with a tablet-controlled dashboard with a glut of data It is creating points of action instead of purely points of information Itrsquos about finding ways to equip your omni-channel with an omni-colleague so that they are able to take meaningful action for the user
LOOKING FORWARD
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUES THE NEW HEROES OF DIGITAL
01
Wersquore moving beyond the Uncanny Valley of digitization where online interactions insufficiently mimic customer service with human-beings Instead employees shall wield efficient digital tools but with the warm intention and compassion of a superhero to deepen their relationship with customers
bull Donrsquot just provide digital tools and data to those on the front line also train them with the deep social skills to navigate a diverse group of customers
bull Consider a new type of employee evaluation that would not only measure them on their speed but on the quality of the interaction with the customer
bull Think of new incentives for motivation imagine if customer ratings were transmitted to other social professional spaces like a LinkedIn profile
FJORDSUGGESTS
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MIND THE GAP
02
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MIND THE GAP02
We toggle between our myriad devices as much and as swiftly as we change our environments Interesting challenges arise when our services must understand the context in which wersquore engaging with our data and content Since wersquore always in flux the chances of our experience being disrupted are much higher when the trip ends in the middle of watching that thrilling in-flight movie or when we expect our in-store experience to know our past purchases and style preferences in the same way an online site would As our digital experiences across devices becomes more fragmented there are four types of gaps that we need to address the gap when we lose our bandwidth when we move between devices when wersquore handed over between different services and when our digital data has changed and needs to be updated
Designing for experiences that are resilient in the space between physical and digital channels and across devices
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MIND THE GAP02
The gap between physical and online spaces is a new challenge for businesses that didnrsquot think of themselves as tech companies like banks newspapers and supermarkets Users expect a unified brand across digital touchpoints and despite unreliable Wi-Fi a seamless continuation of their experience Spotifyrsquos offline mode is probably the most impressive and convenient for users shuttling between online and offline environments
This transforms their service in a beautifully ephemeral way as their content is no longer designated to one platform
In the UK the huge growth of ldquoclick and collectrdquo services allows users the choices of online shopping and the convenience of nearby in-store pickup But while we were conducting competitor research one retailer gave us the wrong item and could not guarantee a speedy refund Another leading retailerrsquos head of eCommerce told us that transparent inventory is a worthy endeavor but isnrsquot prestigious enough for brands to take on
WHATrsquoS GOING ON
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MIND THE GAP02
The gap above appears in the wake of technical and temporal barriers but also human ones due to hubris However perhaps the biggest gap to address is the one that emerges when we switch between devices and as the platforms multiply this gap becomes more crucial The introduction of the Apple Watch may well be a tipping point for wrist wearables The watch may be divorced from the mobile mothership from time to time but users will expect services to elegantly usher us into offline mode even with spotty connectivity
Fjord worked with a major car company to address this as they navigate how the future of the connected car would be affected by the pitfalls of physical travel with patchy mobile coverage and spotty Wi-Fi But people still expect the softwarersquos guarantee to trump the real world Designers must plan for the appropriate communication when the meat space ultimately disrupts our technological desires
LOOKING FORWARD
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MIND THE GAP02
FJORDSUGGESTSNot all gaps are spotted easily For designers the trick is to find the tradeoff between the understanding of what millions of customers are doing (the archetypes) and compromising around that for customization
bull Use techniques like ldquoEdges and Extremesrdquo to search for outlier experiences early on Remember that unexpected usage can come both from early adopters (experimenting) and laggards (doing what they understand in their context)
bull Service Blueprinting should include analysis of fundamentals easy to overlook like source (and bandwidth) of connectivity and time spent in any given mode
bull Consider organizational readiness strategic overview and the people within the organization who believe in cross-channel experience and can see it through Who minds your gaps
bull Respect the cognitive workload for users the best services respect and remember the userrsquos input by learning from it over time and not getting digital amnesia
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
03
AGGREGATION MOVES TO SERVICES
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
AGGREGATION MOVES TO SERVICES03
Consumers are growing tired of overly specialized applications and services and the confusing amount of choice that these services offer Users have grown accustomed to Googlersquos aggregation of information Facebookrsquos aggregation of people and Spotifyrsquos aggregation of music Now they have come to expect experiences on other platforms to mirror this precedent set by these mighty aggregators This year we will probably see singularly focused companies expand their thinking and start branching into other parts of their customersrsquo livesmdashproviding value in unexpected places in surprising ways
Using a customerrsquos journey to spark new service offerings
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
AGGREGATION MOVES TO SERVICES03
Leading edge companies are examining what their users are doing before and after using an app not just when their app is open Airbnb is extending their offeringmdashproviding a ldquolocal companionrdquo service and now a lifestyle magazinemdashlikely because the frustration of specialized unlinked services is most felt when users are traveling Why is a customerrsquos literal journey so segmented between transportation accommodation
and recreation and why does travel require several apps SNCF Francersquos national state-owned railway company is working to reduce this with a whole journey approach providing door to door service with private cars at either side of the userrsquos train travel
WHATrsquoS GOING ON
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
AGGREGATION MOVES TO SERVICES03
Services will have to reduce the pains of navigating a fragmented experience Wersquoll see the essence of hacks like the IFTTTmdash a service that letrsquos you chain up commands for multiple web services in onemdashtranslate to other services as is the case with Tink Tink is a service that aggregates all of a userrsquos financial services
and organizes them into insights Meta services will use open APIs to aggregate choice as wersquove seen with Tesla opening up their patents to other vendors for a more robust customer journey Lone applications will go beyond the bounds of their core function and bleed into addressing other aspects of the customer lifecycle
LOOKING FORWARD
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
AGGREGATION MOVES TO SERVICES03
FJORDSUGGESTSWhile your service may initially focus on a specific customer pain point you may be prepared to address different modes of the customer journey in order to resonate in other areas of a customerrsquos life
bull Take insights from the far-reaching parts of the user journey and apply them to your current service Seemingly dissociated moments may actually lead to delightful customer experiences
bull Connecting service is more about building an ecosystem comprised of relevant services rather than creating a one-stop shop Consider partnerships forged in technology and data
bull Find distinct ways to merge coordinate reframe and reconfigure moments in the customer journey so that your service isnrsquot just a jack of all trades but actually helps to enhance the customer experience and differentiate you
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITALDIETING
04
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DIETING04
During research for these Trends the most consistent observation was the increasing tension between our attention on digital and our need to focus on the (unmediated) real world around us One studio reported global research that had repeatedly seen users say ldquoIrsquom addicted to the screen and resent itrdquo This echoed the result of research we conducted earlier in the year that pointed to the growing need for users to get their heads up and out of constant screen obsession One survey revealed that we look at our phones over 1500 times a week But is this concern a generational one Does Generation Moth attracted to high density screens like moths are to a flame feel the same as middle-aged design ldquoexpertsrdquo
Services and users mindfully compartmentalize connectivity to live beyond the screen
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DIETING04
People tend to feel overwhelmed distracted and stressed as a result of being continuously online and want to turn off Brands are driven by usersrsquo digital fatigue internet startups like Birchbox Rent the Runway and Bonobos have set up stores though they are still connected experiences The rise of digital detox holidays and retreats resemble nostalgic pre-Internet summer camps New social etiquette arises out of the desire to unplug In Singapore students won a cash prize to develop an app (ironically) that encourages people to stop using their smartphones when two people put
their phones together a tree grows inside the app the longer the couple leaves it untouched More subtly Calm and Headspace offer a digital route to meditation while Checky tells you how many times you have looked at your phone that day A further aspect of our erratic approach to digital dieting is privacy it is now reported that Americans say they want privacy but donrsquot act on that desire Recent research has stated that despite growing up in a digital environment that encourages sharing younger people are most concerned about privacy
WHATrsquoS GOING ON
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DIETING04
This is creating some interesting new syntheses as digital services look for physical manifestations to help not only with awareness but also to increase utility
A great current example is Evernotersquos two-way collaboration with Moleskine to create physical Evernote notebooks alongside Smart Stickers that allow for digital tagging of physical notes search and share It is notable that they talk of ldquothe pleasure of paperrdquo in their marketing Diverse manifestations of this trend are driven by a multitude of causes Russian
and German governments are said to be ordering good old (electric) typewriters to prevent leaks Samsung is said to be thinking of selling offline in India to boost its margins
Other considerations focus on physical as well as mental health A recent study shows that constant texting can put between 27 and 60 pounds of weight stress on the spine at neck level
Fjord does not expect twenty years of digital to slowly dissipate But a critical lens is being put on the use of our technology and addiction to it as the shape and price of our new habits become clear
LOOKING FORWARD
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DIETING04
FJORDSUGGESTSFjordrsquos founder Olof Schybergson noted in his article on Generation Moth that a whole generation raised on touch screens would change digital design This generation expects screens to hold the promise of interactivity and something more engaging than the rest of the environment that they inhabit
bull Be careful about the demands you make on users through alertsmdashthe dividing line between need to know addiction and irritation is narrow
bull Re-examine the demands your organisation places on staffmdashis their use of digital consistent with the freedom or requirement to observe and reflect on what is around them
bull Keep distraction out of collaborative and creative moments typically it takes people over 20 minutes to return to full engagement with a complex mental task
bull Consider ways users can avoid taking their phones out explore the use of haptic or audio feedback in your service
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
EMOTIONAL INTERFACES
FROM COMMANDS TO CONVERSATION
05
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Historically human interactions with our enabling technologies have been largely transactional These human-machine conversations have been isolated to a series of rigid ldquocommandsrdquo without the accompanying range of emotional information found in human conversation This is rapidly changing Today advances in sensors social media synthetic materials newly published digital design philosophies such as Googlersquos material design and processing speed have yielded a world in which we can start to communicate using an emotional palette of visual expressions Brands are starting to place a premium on digital personality as well as functionality
As advances in technology enable more natural human-machine interactions businesses need to evolve their digital personalities
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
Currently wersquore witnessing an expansion of emotional interface capabilities Emotient has showcased their real-time facial expression recognition software and the Aldebaran new humanoid robot is capable of detecting emotions through both vocal analysis and facial recognition Smartcardia released a product that allows emotions to control internet-connected objects As the accuracy of emotional sensors become even sharper machines may know how we are feeling in the future even when we do not
While machines are starting to understand more of our natural communication methods wersquore adopting new ways of expressing emotions amongst ourselves From the White House relying heavily on Emoji in their report on millennials to things like the smartphone keyboard based entirely on GIFS Emojirsquos have entered our vernacular Also itrsquos no wonder that our highly visual culture has gravitated to the image-oriented mobile friendly Instagram Perhaps the most significant development this year a supercomputer finallypassed (according to some but not all commentators) The Turing Test effectively fooling users into thinking it was human
WHATrsquoS GOING ON
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
In the near future not only would our inputs include increasing emotive content wersquoll actually begin developing emotional connections with our machines It was fortuitous timing in 2014 to see the release of the movie Her whose popularity is probably down to the fact that although the world of intimate relationships with our interfaces seems like sci-fi it also feels tangibly close
The Kiss messenger by Lovotics is a set of internet-connected artificial lips that allow users to send kisses
in real-time and is expected to hit the market in 2015 The company Robokind recently released a life-like humanoid robot that is used for treating autism Jibo ldquoThe Worldrsquos First Family Robotrdquo and Pepper an emotion sensing robot are expected to launch next year as well As far as emotions and human-computer interactions are concerned wersquore making the climb out of the uncanny valley and developing emotional relationships with our machines As gesture facial and vocal recognition all quickly become realities we can expect that next year wersquoll witness some profound new interactions
LOOKING FORWARD
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
EMOTIONAL INTERFACES FROM COMMANDS TO CONVERSATION
05
FJORDSUGGESTSWith so many emerging technologies on the horizon it may be difficult to know where to invest but knowing the direction of momentum can help us arrive at a few recommendations
bull Find your brandrsquos personality and incorporate it into your digital touchpoints ie infuse digital ldquosmilesrdquo and infuse them into their ecosystems
bull Think about emotionally responsive UI
bull Use Emojis Businesses should consider thinking about how to incorporate this language into their messaging notification and authentication platforms
bull Start a robot strategy How would your brand find a presence with retail robots soon acting as your digital delivery platform Since many robots are voice-controlled is it possible that we might see a decrease in time spent in front of ldquoscreensrdquo
bull Consider gestures Does your service cry for a more human interaction Are there elements of your business that benefit from a gesture-based UI
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DISRUPTION GOES PHYSICAL
06
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DISRUPTION GOES PHYSICAL06
Now that the physical world is laced with sensors and overlaid with software digital is able to transform physical interaction with increasing acuity and reach This shift is bolstered by startups with broad visions for how to mix digital and physical for the first time across industries The first main driver of this trend is the startling speed with which the major pioneers of this disruption grew Uber has gone from virtual obscurity in 2010 to achieving iconic status in 2014 The new digital revolutions have found ways to make physical objectsmdashlike cars in the case of the ride sharing economymdashgo digitally viral Which brings us to the second driver of this trend the scale of ambition that these companies aim to achieve The CEO of Evernote a note-taking service wants to be ldquothe global platform for your memoryrdquo Startups with a foot in the physical are beginning to claim entire areas of cognitive activity to make services that are both responsive to need and predicting those needs
More and more physical actions and items will become data-driven services
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DISRUPTION GOES PHYSICAL06
Plenty of physical actions and devices have already become data-driven services The chassis seats and tires of the Tesla S may remind you of the physical object known as the car but thatrsquos where the similarity ends The Teslarsquos power plant drivetrain suspension and cabin control systems are extensions of an operating system that can intelligently respond to human input and update in response to changing conditions Uberrsquos famous market disruption and stunning growth rate are due to the same utilization
of a smart data-driven service model In a recent test Uberrsquos data scientists were able to predict final destinations 75 of the time Combine this rapid expansion with a confidence in delivering users anything they want and Uber is poised to disrupt other industries as well They have already expanded into health by offering on-demand flu shots
WHATrsquoS GOING ON
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DISRUPTION GOES PHYSICAL06
The capability for vast data generation and communication exists but the critical role of storage and analysis in the disruption of the physical world hasnrsquot been fully explored
As one global CEO recently quipped ldquoif you went to bed last night as an industrial company yoursquore going to wake up this morning as a software and analytics companyrdquo The operative word here is ldquoindustrialrdquo Businesses are starting to harness the power of recorded physical actionsmdashand the devices that sense themmdash to achieve new levels of efficiency It is predicted that 50 billion devices will produce actionable data by 2020 Watch also for the (literal)
rise of drones this year Human actions related to commerce travel and social activities are now understood clearly enough to allow companies to make meaningful disruptions in the physical world Google Cardboard is a playful example of disrupting our physical world by simply providing a cardboard casing for our mobile phones that allow us to experience virtual reality Beyond Uber and Airbnb the next wave of services thatrsquoll mobilize goods are here Zirx parks your car for you and Shyp thatrsquoll deliver packages for you at a low cost
LOOKING FORWARD
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
DIGITAL DISRUPTION GOES PHYSICAL06
FJORDSUGGESTSCompanies can no longer assume that just because their assets are physical bulky andor expensive they are immune from digitally led disruption In the race to sense and record the world two types of leaders will emerge those with the market lead in smart devices and those with the market lead in collecting and analyzing measurable human action
bull Consider service design techniques like Trends Reframing to get a big picture on what you need to disrupt before someone else does
bull Those who design these services with consistent delight in mind will win
bull Where can a sensor revolutionize your business or at the least your customer understanding
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MONEY TALKS
07
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MONEY TALKS07
New generations of users are jumping directly to mobile and social platforms
Short visual messages and quick interactions are preferred so itrsquos no surprise that messaging services are merging with the ecommerce space to capture the (fleeting) attention and money of the most social users Venmo posing a threat to cash is popular because of its convenient social features Snapchat teamed up with Square to ldquosnaprdquo a payment amount to friends This social and emotional layer over what was once a purely transactional behavior is changing the way we mobilize our money Brands need to adapt their content into an authentic conversation for users
Commerce and messaging combine for payments and shopping
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MONEY TALKS07
Silicon Valley is not spurring this trend Compared to China the country redefining commerce by transforming it into a conversation these startups are late to the party WeChat WhatsApprsquos highly successful China-based competitor is working to be more than a platform for chatting The three year old mobile-only platform has moved into gaming shopping and banking allowing their 500 million users to send digital cash and make purchases from the platform
Building on top of popular platforms and user interactions trumps any traditional brick and mortar strategy for retail Taobao a Chinese site enables consumers and small merchants to sell products and even services online
WHATrsquoS GOING ON
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MONEY TALKS07
LOOKING FORWARDIn Western markets apps like Venmo are sold with a clear purpose and focused attention on user experience aesthetics and clear functionalities Once they reach the emerging markets local users will repurpose transform and incorporate them into a personal and fragmented service ecosystem
For example Instagram users adapted the social sharing site into an eCommerce site as many users in these emerging markets publish the services that they sell Taking cues from this transformation wersquoll see many more big brands adopting a more visually rich
mobile-first strategy on platforms with established audiences A visual service like Instagram could be transformed by its users into a retail channel with new functionalities like coupons orders or payments
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
MONEY TALKS07
FJORDSUGGESTSLook out for highly disruptive platforms and ideas coming from China and other markets like India and Indonesia that have gone mobile first Wersquore seeing a new slew of players who will influence established digital markets or go further and challenge incumbents Study them
bull Re-think what happens when payments become part of the conversation How might payments change further through negotiation on pricing for example
bull What other consumer services might get embedded in or changed by conversation What impact might this have on an organizationrsquos internal processndash especially when a generation native to this way of communicating becomes the workforce
bull Try the service design method of Touchpoint Reframing used to explore the delivery of a service through touchpoints that are currently different from the ones being used or proposed in order to challenge assumptions and open the door to this kind of thinking
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
BE EFFORTLESSINTERACTIONS IN
CONNECTED SYSTEMS
08
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
For years mobile experts debated whether the phone would be a ldquoSwiss Army Kniferdquo or a focused tool ideal for voice and messaging That debate went away with the iPhone in 2007 Since then the mobile has been positioned as the ldquoremote control for liferdquo Many of the new devices coming to marketmdashwatches sensors wearablesmdashrely on the phone for connectivity data display and software updates This positions the phone as the sun in a solar system But might we move to a system of connected services and devices that looks more like a constellation Fjordrsquos view is that the smartphone could retain its solar dominance for some time to come but services and devices would put into question the phonersquos role in experience delivery
From smartphones to beacons the gateways to interact with our surroundings are not only expanding but also standardizing
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
Nearables are becoming ubiquitous as traditionally non-digital businesses integrate the devices into their services Starwood Hotels and Resorts introduced virtual doors made unlockable via smartphone and Volvo introduced virtual car locks for delivery But if these innovations are driven by apps and the accompanying interactions one needs to navigate apps are they really making the experience any better than a traditional key card With the introduction of Applersquos HomeKit a complete communication ecosystem of devices could be standardized meaning simple commands are within our grasp as long as developers and manufacturers are on board
Meanwhile wearable sales have continued to grow in the health wellness and fitness sector despite challenges in technical accuracy battery life and consumer fickleness over activity tracking Wearables have become a household name but the future depends on the symbiotic relationship between mobile and wearables (and nearables for that matter) for a stronger device ecosystem
WHATrsquoS GOING ON
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
ABI Research estimates that over 30 billion deviceswill be connected to the Internet of Things by 2020 But most electronics manufacturers have been engaged in a cost-cutting race to the bottom often focusing on singular interaction Devices need to manage functions from more than one input to be successful In the potential wake of wearable fatigue hearablesmdashsmart ear devicesmdashcould come to a userrsquos rescue They also solve the accuracy problem that wearables are up against when measuring and monitoring movements People on the ground in
developing countries could create new connected solutions without an expensive dependency on the multinational corporates Subversive industries with open tools could cross-pollinate Smartphones and wearables could increasingly interact with a whole range of sensors that you never see and submit data to cloud data services you donrsquot own but which act on your behalf Fjord has been working with an energy provider to develop systems that learn from patterns in electricity usage Behavioral change recommendations are made actionable remotely via the smartphone
LOOKING FORWARD
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
BE EFFORTLESS INTERACTION IN CONNECTED SYSTEMS
08
FJORDSUGGESTSControl and automation have no meaning without solving a real problem for the end user whether itrsquos seeking climate control peace of mind community wellness or assisted living Wearable devices would be popular based on how cleverly they disguise their technology or how naturally they design their interaction Build in APIs that can flex around emergent patterns in the device ecosystem
bull Consider how a service could become connected on its own terms or how a service could be enhanced by an open standard such as integrating with OpenRemote or If This Then That
bull Combine effortless interaction specific sensing capability established by the device the right communication protocol and the supporting cloud data analytics service in order to be successful
bull Piggyback on standardized eco-systems that have cracked this significant challenge already
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
THE SIXTH SENSE
09
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
THE SIXTH SENSE09
Wersquove seen the sentimentmdashIWWIWWIWI or I Want What I Want When I Want Itmdashin media through Netflix-enabled binge watching and now wersquore seeing this trend mirrored in physical consumption Look out todayrsquos efficiently reactive services will be eaten by tomorrowrsquos delightfully predictive ones
More services are starting to anticipate what a customer might want and act on it using smart design and data mining before the user clicks a button
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
THE SIXTH SENSE09
Being a design fortune teller isnrsquot easy According to a recent study there is a discrepancy between what retailers think their most valuable site features are (key-word search) and what their customers really want (inventory status) To satisfy users companies need to be faster than instant they need to be predictive
Amazon explores this with ldquoanticipatory shippingrdquo a data-driven service that will ship products to ldquoa final geographical areardquo without knowing the exact destination address in advance This trend can be largely credited to Uber which harnessed dynamic
data research independent workers and mobile devices for a successful model Their model easily spins off into other industries hence startups like Square Order and others that deliver everything from house cleaning to Manservants
Mobile has transformed on-demand requests but the real impact of mobile has been on the supply chain where independent workers are armed with smart phones and are app-enabled to help them schedule jobs receive tasks and map where theyrsquore going
WHATrsquoS GOING ON
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
THE SIXTH SENSE09
As this new flurry of startups blur our online expectations with offline reality users are looking for a personalized experience with a guarantee of trust and certainty With ubiquitous data collection at this level itrsquos possible to build an entirely transparent and automatic service with a degree of personalization wersquove never experienced Imagine the advantage of local businesses that are able to get you on-demand products and services like TaskRabbit which makes on-demand scheduling for just about any request possible This strategy is likely to fill other local niche needs also through the help of services like Dispatch
a startup offering developers tools so other companies can add real-time scheduling and arrival tracking to their own sites and mobile appsrdquo When local wisdom is combined with these new data tools local businesses can harness their contextual awareness and deep understanding of their usersrsquo culture to build crucial trust
LOOKING FORWARD
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
THE SIXTH SENSE09
FJORDSUGGESTS
bull Instead of basing the designs on guesswork or snapshot analytics the winning strategy is to design a system that gathers lots of data and then adapts to the emerging patterns arising from that data
bull Those trusted with intimate datamdashsuch as healthcare providers or banksmdashmust generate new value in order to avoid disintermediation
Businesses that want to be more predictive can devise a solid data strategy that addresses emerging data sources and the potential uses for that data This strategy must also define ethical conduct for the useof that data
bull Use tools that drive out radical ideas in order to move towards on-demand delivery (and its lovechild predictive) These could include Role Play or Journey Mapping in a workshop
bull Savvy retailers must use their physical locations in high-density areas and their close proximity to the customer as an advantage
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
OMNI-COLLEAGUES
Steve Dent What you need to know about Uber Lyft and other app-based car services Engadget (June 27 2014) httpwwwengadgetcom20140627uber-lyft-explainer
Leon Spencer Telstra takes major step on Digital First path ZDNet (September 12 2014) httpwwwzdnetcomarticletelstra-takes-major-step-on-digital-first-path
Max Chafkin Warby Parker Goes Country Opens Second Corporate Officemdashin Nashville Fast Company (Sept 3 1014) httpwwwfastcompanycom3035163most-innovative-companieswarby-parker-goes-country-opens-second-corporate-office-in-nashvil
MIND THE GAP
Patrick Allan The Best Spotify Tips and Tricks Yoursquore Probably Not Using Lifehacker (June 23 2014)httplifehackercomthe-best-spotify-tips-and-tricks-you-re-probably-not-us-1594729019
Sarah Butler Click and collect takes off as retailers ready for Christmas battle The Guardian (August 5 2014) httpwwwtheguardiancombusiness2014aug05click-and-collect-takes-off-christmas-shopping
AGGREGATION MOVES TO SERVICES
Owen Williams Airbnb testing in-app concierge feature that connects you with real people at your destination The Next Web (May 31 2014) httpthenextwebcomapps20140531airbnb-testing-new-feature-lets-ask-locals-destination
Av Simon Matthis SNCF extends its door-to-door service Railway Bulletin (September 16 2013) httpwwwrailwaybulletincom201309sncf-extends-its-door-to-door-service
Brian Solomon Tesla Goes Open Source Elon Musk Releases Patents To lsquoGood Faithrsquo Use Forbes (June 12 2014) httpwwwforbescomsitesbriansolomon20140612tesla-goes-open-source-elon-musk-releases-patents-to-good-faith-use
DIGITAL DIETING
Jason Gilbert Smartphone Addiction Staggering Percentage Of Humans Couldnrsquot Go One Day Without Their Phone Huffington Post (August 16 2012) httpwwwhuffingtonpostcom20120816smartphone-addiction-time-survey_n_1791790html
Daniel Bean New Study Says We Pick Up Our Smartphones 1500 Times a Week Stare at Them 3 Hours a Day Yahoo (October 7 2014) httpswwwyahoocomtechnew-study-says-we-pick-up-our-smartphones-1-500-times-a-99412542979html
Erin Anderssen Digital Overload How we are seduced by distraction The Globe And Mail (March 29 2014) httpwwwtheglobeandmailcomliferelationshipsdigital-overload-how-we-are-seduced-by-distractionarticle17725778page=all
REFERENCES
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
REFERENCES
Ellen Huet Camp Grounded Where People Pay $570 To Have Their Smartphones Taken Away From Them Forbes (June 20 1014) httpwwwforbescomsitesellenhuet20140620camp-grounded-digital-detox
Andrew Griffin App that keeps people from lsquophone snubbingrsquo by holding apple trees to ransom wins thousands of dollars for students The Independent (November 19 2014) httpwwwindependentcouklife-stylegadgets-and-technewsapp-that-keeps-people-from-phone-snubbing-by-holding-apple-trees-to-ransom-wins-thousands-of-dollars-for-students-9869770html
Philip Oltermann Germany lsquomay revert to typewritersrsquo to counter hi-tech espionage The Guardian (July 15 2014)httpwwwtheguardiancomworld2014jul15germany-typewriters-espionage-nsa-spying-surveillance
Harish Jonnalagadda Samsung Considers Going Offline in India to Boost Margins VR World (SEPTEMBER 30 2014) httpwwwvrworldcom20140930samsung-considers-going-offline-india-boost-margins
How texting puts 60lbs of pressure on your spine MSN (November 19 2014)httpwwwmsncomen-gbhealthmindandbodyhow-texting-puts-60lbs-of-pressure-on-your-spinear-BBey2y6
Olof Schybergson The Generation Raised on Touchscreens Will Forever Alter Tech Design Wired Magazine (June 25 2014) httpwwwwiredcom201406generation-moth
EMOTIONAL INTERFACES
Google Material Design httpwwwgooglecomdesignspecmaterial-designintroductionhtml
Emotient httpwwwemotientcom
Alderaban httpwwwaldebarancomen
Smartcardia Inyu httpwwwsmartcardiacominyu
Polly Mosendz Why the White House Is Using Emoji The Atlantic (Oct 10 2014) httpwwwtheatlanticcomtechnologyarchive201410why-the-white-house-is-using-emojis381307
Jackie Yaeger Emojis are Cool but GIFs are Better Nylon (November 19 2014) httpwwwnyloncomarticlessmartphone-gif-keyboard
Gary Marcus What Comes After the Turing Test The New Yorker (June 9 2014) httpwwwnewyorkercomtechelementswhat-comes-after-the-turing-test
Her httpwwwherthemoviecomhome
Kissenger httpssitesgooglecomsitelovoticsrobotkissenger
Robokind httpwwwrobokindrobotscom
Jibo Worldrsquos First Family Robot httpswwwindiegogocomprojectsjibo-world-s-first-family-robot-4-800-pre-sold
Meet Pepper the Robot Who Can Read Your Emotions TIME (June 8 2014) httptimecom2845040robot-emotions-pepper-softbank
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
REFERENCES
DIGITAL DISRUPTION GOES PHYSICAL
Kara Swisher Man and Uber Man Vanity Fair (Dec 1 2014) httpwwwvanityfaircombusiness201412uber-travis-kalanick-controversy
David Weir Evernote Aims to Build the ldquoGlobal Platform for Memoryrdquo 7x7com (February 7 2012) httpwww7x7comtech-gadgetsevernote-aims-build-global-platform-memory
Tesla Motors httpwwwteslamotorscommodels
Alex Brisbourne Teslarsquos Over-the-Air Fix Best Example Yet of the Internet of Things Wired Magazine (February 5 2014)
John Paul Titlow Uber Can Now Predict Where Yoursquore Going Before You Get In The Car Fast Company Labs (September 8 2014) httpwwwfastcolabscom3035350elasticityuber-can-now-predict-where-youre-going-before-you-get-in-the-car
Ben Popken Uber Tests On-Demand Flu Shots in 3 Major Cities NBC News (October 23 2014)httpwwwnbcnewscombusinessconsumeruber-tests-demand-flu-shots-3-major-cities-n232251
Sudarshan Krishnamurthi 4 Reasons Why the Internet of Things Will Require a New Breed of IT Pros Nextgov (July 25 2014) httpwwwnextgovcomemerging-tech201407how-internet-everything-will-require-new-breed-it-pros89684
Google httpswwwgooglecomgetcardboard
Zirx httpzirxcom
Shyp httpwwwshypcom
MONEY TALKS
Read what happens when a bunch of over-30s find out how Millennials handle their money Quartz (October 8 2014) httpqzcom277509read-what-happens-when-a-bunch-of-over-30s-find-out-how-millennials-handle-their-money
Felix Gillette Cash Is For Losers Business Week (November 20 2014) httpwwwbusinessweekcomarticles2014-11-20mobile-payment-startup-venmo-is-killing-cash
Snapchat Blog (November 17 2014) httpblogsnapchatcompost102895720555introducing-snapcash
Lily Kuo WeChat is nothing like WhatsAppmdashand that makes it even more valuable Quartz (February 20 2014) httpqzcom179007wechat-is-nothing-like-whatsapp-and-that-makes-it-even-more-valuable
Fjord iGaranti httpwwwfjordnetcomworkdetailigaranti
Lily Kuo A rising class of Instagram entrepreneurs in Kuwait is selling comics makeup and sheep Quarz (July 16 2013)httpqzcom104499a-rising-class-of-instagram-entrepreneurs-in-kuwait-is-selling-comics-make-up-and-sheep
Lauren Hockenson Why WhatsApp is Facebookrsquos Key mobile first merging markets Gigaom (Feb 20 2014)httpsgigaomcom20140220why-whatsapp-is-facebooks-key-to-mobile-first-emerging-markets
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
REFERENCES
BE EFFORTLESS
Nancy Trejos Smartphones replace room keys at select Starwood Hotels USA Today (Jan 29 2014)httpwwwusatodaycomstorytravelhotels20140129starwood-mobile-check-in-virtual-key5017959
CC Weiss Volvo brings integrated connectivity and infotainment to its entire lineup Gizmag (Aug 25 2014) httpwwwgizmagcomvolvo-connectivity-infotainment33480
Aaron Tilley Apple HomeKit-Enabled Chips Have Started Shipping To Smart Home Device Makers Forbes (Nov 3 2014)httpwwwforbescomsitesaarontilley20141103apple-homekit-enabled-chips-are-already-shipping-to-smart-home-device-makers
More Than 30 Billion Devices Will Wirelessly Connect to the Internet of Everything in 2020 ABI Research (May 9 2013)httpswwwabiresearchcompressmore-than-30-billion-devices-will-wirelessly-conne
THE SIXTH SENSE
Praveen Kopalle Why Amazonrsquos Anticiapotry Shipping is Pure Genius Forbes (January 28 2014)httpwwwforbescomsitesonmarketing20140128why-amazons-anticipatory-shipping-is-pure-genius
Alexandre Douzet How the Sharing Economy and Instant Gratification Will Shape Your Career Mashable (Sept 7 2014) httpmashablecom20140907sharing-economy-job-search
TaskRabbit httpswwwtaskrabbitcom
Liz Gannes Helping Local Services Adapt to the Instant Gratification Economy ReCode (November 18 2014)httprecodenet20141118helping-local-services-adapt-to-the-instant-gratification-economy
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
ABOUT FJORD
Fjord is a design and innovation consultancy acquired by Accenture Interactive in 2013 We create useful effective and desirable digitalservices that people love We help the worldrsquos leading businesses make complex systems simple and elegant with the power of design Founded in 2001 Fjord employs a diverse group of over 400 design experts in fifteen global creative hubs including Atlanta Berlin Chicago Helsinki Istanbul London Los Angeles Madrid Milan New York Paris San Francisco Satildeo Paulo Stockholm and Sydney For more information visit wwwfjordnetcom
ABOUT ACCENTURE DIGITAL
Accenture Digital comprised of Accenture Analytics Accenture Interactive and Accenture Mobility offers a comprehensive portfolio of business and technology services across digital marketing mobility and analytics From developing digital strategies to implementing digital technologies and running digital processes on their behalf Accenture Digital helps clients leverage connected and mobile devices extract insights from data using analytics and enrich end-customer experiences and interactions delivering tangible results from the virtual world and driving growth Learn more about Accenture Digital at wwwaccenturecomdigital
Copyright copy 2014 Accenture
All rights reserved Accenture its logo and High Performance Delivered are trademarks of Accenture This document is produced by consultants at Accenture as general guidance It is not intended to provide specific advice on your circumstances If you require advice or further details on any matters referred to please contact your Accenture representative
This document makes descriptive reference to trademarks that may be owned by others The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks
ABOUT ACCENTURE
Accenture is a global management consulting technology services and outsourcing company with more than 305000 people serving clients in more than 120 countries Combining unparalleled experience comprehensive capabilities across all industries and business functions and extensive research on the worldrsquos most successful companies Accenture collaborates with clients to help them become high-performance businesses and governments The company generated net revenues of US$300 billion for the fiscal year ended Aug 31 2014 Its home page is wwwaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom
FJORDNETCOM FJORD FJORDTRENDS
THANK YOUIf you would like a customized presentation by Fjord on the Trends and how to stay ahead of the curve please get in touch
at fjordmarketingaccenturecom